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Music & Sound
Music Adaptation - Song
Finalist
NZ Transport Agency
- "Hello"
Corporate Name of Client: NZ Transport Agency
Head of Client Services: Paul Graham
Client Supervisor: Adrian Stephenson
Client Marketing Director: Rachel Prince
Media Company: OMD, Wellington
Media Planners: Matt McNeil/Katy Baker/Georgia McNaught
Group Account Director: Linda Major
Agency Account Director: Bethany Omeri
Agency Account Manager: Matt Barnes
Executive Creative Director: Brigid Alkema
Creative Director: Emily Beautrais
Copywriter: Emily Beautrais
Art Director: Steve Hansen
Executive Agency Producer: Marty Gray
Agency Producer: Jen Gasson
Agency Sound Creative: Mike Gwyther
Production Company: Curious Film, Auckland
Director: Ric Cantor
Executive Producer: Matt Noonan
Producer: Stu Giles
Director of Photography: Crighton Bone
Editor: Luke Haigh
Sound Engineer: Paul Stent
Music Production Company: Franklin Rd, Auckland
Music Executive Producer: Jim Hall
Music Producer: Jonathan Hughes
Music Performed By: Age Pryor
Song Title: Hello
Original Artist: Lionel Ritchie
Original Song Title: Hello
Advertising Agency: ClemengerBBDO/Proximity, Wellington
Description of the Project:
Problem Distraction causes up to a third of crashes. The problem is biggest for young drivers, and they’re the hardest to get to. Passengers feel uncomfortable, but they aren’t speaking up. Execution We can’t be in people’s cars every time they reach for their phone. But their passengers can. So we found a way to use them as a channel. A web film was created and seeded with two radio stations, and the audience took it from there. Results In just 1 week, the film had 52,000,000 views, and 1,000,000 shares, with people all over the world tagging drivers in the comments. For the first time ever, we managed to get not just inside their cars, but between the drivers and their phones.